Research On Optimization Of Value Chain Of Tourism Enterprise And Its Application In Marketing Strategy

Nowadays, the tourist communications, hospitality, and the travel agency industry are the three pillars of modern tourism. And of the three industries, the travel agency industry is playing the most important role, determining the success of the tourism development to some extent. As the tourism in our country are developing fast and the competition among the enterprises in tourism become more and more intense, the study on optimization of the traveling enterprise's value chain and the corresponding marketing strategy seems to be of special importance. Therefore, many domestic and foreign experts have been studying on this issue. However, of the substantiate literature of optimizing travel agency's value chain, most of the research is restricted to the conceptual modeling and the theoretical exploration, and few literature go further to make quantitative measures. So, in this article, we first analyzed the customer value and its components' attributes attribute, and then make a concrete analysis on the customer value constitution of travel agency's marketing, based on the abovementioned analysis, we summarized eight value-creating activities that the travel agency could provide for the customers direct and indirectly. Then we make a positive analysis on the value chain optimization of travel agencies in Jiangxi Province through a fuzzy linear programming model. Finally the article makes further analysis on the value chain of travel agencies in Jiangxi Province from the perspective of value chain and through the use of general data. After that we pointed out the problems and limitations which exists in the management of Jiangxi's travel agency at present, and correspondingly proposed the effective countermeasures and suggestions on marketing strategy...